Research On The Impact Of City Commercial Bank Service Innovation On Financial Performance

City commercial banks are small and medium-sized local banks that provide financial services to local residents and enterprises.After nearly 30 years of development,they have gradually become a strong support for the capital market.However,in the process of development,city commercial banks have many problems such as unclear positioning,slow product update and incomplete business structure.City commercial banks are also facing pressure from domestic and foreign capital.Under the development opportunities of financial innovation,city commercial banks have gradually realized that service innovation is the key to enhancing competitiveness,and explore the implementation and management of service innovation strategies.At present,domestic and foreign scholars have different views on the relationship between service innovation and financial performance.For city commercial banks,the service innovation strategy will erode current profits or lead to better financial performance,whether there is a " insensitive area" for perceived service quality and other issues.It still needs us to research.According to the development status of city commercial banks,this paper researches the impact of service innovation on bank financial performance by introducing perceived service quality as a mediator from the perspective of strategic management accounting,and uses quality management and performance evaluation tools to comprehensively analyze the influencing factors.It provides decision support for city commercial bank management service innovation strategy.This paper divides the service innovation of city commercial banks into four dimensions:service product innovation,customer interface innovation,service delivery innovation and service concept innovation.It divides the perceived service quality into four dimensions:guarantee,responsiveness,ease of use and care.The return on total assets,return on net assets,provision coverage ratio and deposit growth rate are used as surrogate variables for bank financial performance.It puts forward the hypothesis through literature review and establishes a research model.According to the four dimensions of service innovation and perceived service quality,the questionnaire was designed based on the existing research results and small-scale interview results.Taking 80 city commercial banks with complete financial data from 2015 to 2017 as a research sample,the retail customers of sample banks were surveyed through the sample service of questionnaire star website to obtain customer evaluation data on service innovation and perceived service quality,and financial performance data was obtain by analyzing the annual report of the sample bank.The AMOS 22.0 software is used to establish the structural equation model verification hypothesis of service innovation,perceived service quality and financial performance of city commercial banks,and to study the ways and relationships of service innovation on bank financial performance.The empirical results show that the service innovation of city commercial banks can significantly positively affect the financial performance.The service product innovation dimension and the service delivery innovation dimension also have a significant positive impact on financial performance,but the customer interface innovation dimension and service concept innovation dimension have no significant impact on financial performance;perceived service quality will significantly positively affect financial performance,where the security dimension and responsiveness dimension can positively affect financial performance,while the ease of use dimension and care dimension have no significant impact on financial performance;the service innovation of commercial banks has a significant positive impact on perceived service quality.Four dimensions of them have a positive impact on perceived service quality.The perceived service quality of city commercial banks plays a partial role in service innovation and financial performance.The research of this paper expands the accounting theory into the field of strategic management,which can provide a theoretical basis for the formulation and management of the service innovation strategy of city commercial banks,so that city commercial banks can develop new products and services more specifically and improve financial performance.